GLP-1 weight-loss drugs such as Ozempic are the catalyst for a pronounced shift in consumer preferences and needs across a wide range of categories. According to venture capital firm PeakBridge, the market for the drugs grew by 300% between 2020 to 2023 in the United States, where one in eight consumers are said to have used them. This correlates with VML data which finds 12% of global consumers say they have done so. Generative AI-powered consumer data platform Tastewise reveals that social media discussion about GLP-1 skyrocketed by 1,054% in 2024. And the trajectory is still upward, with patents on both Ozempic and Wegovy due to expire in China as early as 2026. Roots Analysis suggests the global market will expand at a CAGR of 11.1% until 2035.
The global appetite for weight-loss drugs is driving disruption across industries.
With the drug suppressing users’ desire to eat by 20-30%, according to Morgan Stanley research, it is reshaping consumers’ relationship with food. John Furner, executive director of Walmart in the United States, said, "we see a slight retraction in the overall basket. Fewer units, a little less calories,” as GLP-1 users embrace protein-rich, low-carb options, and home-made meals. Morgan Stanley also reports that nearly two-thirds of GLP-1 users are spending less on restaurants and takeaways. Alcohol too is reportedly less appealing to users. Nestlé has responded to these emerging needs with the launch of its Vital Pursuit meal range, which offers nutritional support to GLP-1 patients, while CostCo has launched a specialized health care service for weight loss.
Physical changes due to the rapid weight loss associated with drugs like Ozempic will also drive opportunity in beauty and aesthetics. Skincare and treatments focused on skin elasticity, firming, and plumping are likely to see rising interest as users seek to combat so-called “Ozempic face,” which refers to hollowed-out appearance and skin laxity. Haircare too stands to benefit, tackling loss in hair density related to weight loss. As for the body, the Guardian reports that gyms and fitness centers are already putting more emphasis on free weights and machines as people are losing muscle mass, not just fat, on GLP-1 drugs, and seeking to maintain muscle.
In fashion, Vogue sees an opportunity in wardrobe makeovers for those with body transformations to show off, while the Ozempic effect is already being felt at resale sites: Poshmark has reported a 78% increase in new listings mentioning “weight loss.” Retail intelligence platform Edited reveals that dress options that are a US 14 and above have decreased by 15% year-on-year. In tandem, Vogue Business highlights a move away from inclusivity by brands on the S/S25 runways, suggesting the pendulum may be swinging backward on an already fragile size inclusivity movement.
Please provide your contact information to continue.
Related Content
The Future 100: 2025
